Get To Know Your B2B Prospects


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Buyers of complex sales are taking control of their buying process and deciding how they want to buy. The better you know your B2B personas, the better you can engage prospects with marketing content and lead nurturing. Take a look at a day in a buyer's life and learn what it takes to catch and keep their attention.

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Get To Know Your B2B Prospects

  1. 1. Engage B2B Prospects Because You KNOW Them<br />Are they Jerry, Sam and Debbie <br />OR the VPs and CXOs of companies with revenues &gt;$50M?<br />
  2. 2. Buyers say they findrelevant content only 42% of the time.<br />54%of companies say sales reps can only get an initial meeting HALF the time.<br />You must know buyers well to help them progress to both sales-ready and willing to take the next step…<br />
  3. 3. Meet Jerry<br />He’s a busy guy. <br />Meetings with his project teams take up most of his day.<br />You’re not on his radar…<br />
  4. 4. His Family Competes for Attention<br />His wife, Sheila, is in Cleveland on a week-long business trip.<br />When she travels his focus changes.<br />
  5. 5. He’s Got Car Pool Duty<br />His daughters took forever to get ready…<br />He’s behind before he even hits the office.<br />
  6. 6. Don’t Forget Snowball<br />Jerry almost forgot to drop her off at the groomer with the girls running late…<br />
  7. 7. Jerry Finally Gets to the Office<br />Was work <br />stacked <br />that high <br />yesterday?<br />
  8. 8. Jerry Plays Catch Up<br />He quickly sorts through 70 emails before his first meeting starts…<br />And you think your email will catch his attention?<br />
  9. 9. Just when the project is on track…<br />The CEO wants a product microsite…launch is in four months & IT says it’s not possible in house…<br />
  10. 10. Jerry’s Got to Find a Solution…Fast<br />
  11. 11. Jerry wonders…“What’s the best way to solve the issue?”<br />Jerry’s never built a website before…<br />
  12. 12. Jerry turns to <br />But he’s not really sure what he’s looking for or how to determine the best option…<br />
  13. 13. Jerry Asks his Colleague, the CIO<br />But Frank, the CIO, is only familiar with enterprise scale websites, so he sends Jerry to see Pete in IT.<br />
  14. 14. Pete connects Jerry with a company he’s been following on Twitter that does smaller website projects<br />
  15. 15. Jerry will need to talk to more than one company. He’s got a lot to learn…<br />Appeal to Catch Factors to create opportunity.<br />Effort<br />Impact<br />Urgency<br />Intent<br />Reputation<br />
  16. 16. Catch Factors are the preferences and aversions <br />that form a lead’s “gut” reaction <br />to your communication. <br />
  17. 17. #1 URGENCY<br />Jerry has a mandate, limited time and an urgent need to produce a product microsite in time for launch.<br />An email about using a microsite to launch products will catch his attention. As will an article about how easy it can be to do so.<br />
  18. 18. #2 IMPACT<br />What difference will your expertise and solution make?<br />Jerry can’t take chances that will derail his career. He’s also got limited resources to redirect, so he needs an expert.<br />
  19. 19. #3 EFFORT <br />From Jerry’s perception, how easy are you making it for him to engage with you?<br />Is it a simple click to learn more? Or is there a big form causing him to hesitate?<br />Can he easily find more information from where the link takes him?<br />
  20. 20. #4 REPUTATION – <br />What will Jerry think when he sees a communication from your company?<br />
  21. 21. #5 INTENT<br />How transparent will Jerry think <br />youare?<br />Will he believe you’ll provide value he can’t get elsewhere or only that you want the sale?<br />
  22. 22. Congratulations!<br />You’re messaging got through. Jerry is discussing your expertise with his team.<br />As Jerry gets more invested, his lead score is likely climbing rapidly, signaling a transition to your sales team.<br />
  23. 23. To learn how to get to know your buyers & generate more sales opportunities…get your copy.<br /><br />